By Alan Graner
The following is excerpted from What exactly is Inbound Marketing?, a free e-guide published by Tomorrow People. The complete document can be downloaded here. A short registration is required.
Disclaimer: Daly-Swartz Public Relations has no association with Tomorrow People.
Inbound marketing is a new and more powerful way to market businesses and brands by using a “pull” approach to attract potential customers who are searching for products and services.
The 5 things every business owner needs to know about inbound marketing are:
- It’s very advanced and effective, but relatively simple to put in place.
- It’s proven to help businesses achieve more, in less time, at less cost.
- It focuses on “push” rather than “pull” marketing to tap into existing demand.
- It can form the backbone of revenue management.
- It lets you view and analyze the results of your marketing activity as it’s happening.
Inbound marketing: How it works
Inbound marketing combines content marketing, social media and marketing automation to create a complete process and strategy for generating leads. Four crucial components are:
You create content people want based on demand: whitepapers, e-guides, webcasts, mobile apps, public relations, case studies, video and more. Its purpose is to build your reputation as a trusted source of information and to entice visitors and search engines to come back for more.
Search engine optimization (SEO)
SEO helps you analyze and identify the online demand for your product or service. Once you understand what people are actually looking for, you’ll know which keywords to optimize in your content.
Send your content to online distribution hubs like websites, blogs, forums and industry publications to help drive traffic to your website.
Lead nurturing and marketing automation
Your website should provide content relevant to your audience. You should match this content with the specific stage in the purchasing cycle your potential buyers are at: from just looking to ready to buy.
Marketing automation lets you deliver the right type of content to nurture visitors into leads and leads into customers.
Making your inbound marketing strategy repeatable and transparent requires using technology platforms to view what people like most and what drives the greatest number of leads and sales.
The five steps to effective inbound marketing include:
- Creating high-quality content
- Engaging prospects into a two-way relationship
- Transforming leads into customers
- Analyzing, repeating and updating the process
Benefits of inbound marketing
- Improved reach
- Heightened awareness
- Increased number of website visitors
- Better leads
- Increased revenue
How do you use inbound marketing to increase your business?
Alan Graner is Chief Creative Officer at Daly-Swartz Public Relations, an Orange County, CA marketing communications firm. For content that drives your inbound marketing, email Jeffrey Swartz at firstname.lastname@example.org